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Ikea City store in Shanghai opens, a Chinese first for Swedish retailer

Swedish home-furnishing giant Ikea opens an Ikea City store in Shanghai today, its first such outlet in China. The Ikea City opening comes after the Ikea Tmall flagship launch in March as part of the brand’s strategy to broaden the ways it reaches Chinese customers, making the brand more accessible. Located in Jing’an district, the store spans three floors and occupies 3000sqm. It will feature a limited range of about 3500 products. “We’re seeking to diversify store formats, incl